According to
Environmental Leader, Marriott says it plans to learn from its “green” hotel prototypes and expand the program by a measure of tenfold over the next five years."
That's great news for travelers and great news for the planet. When a business as large as Marriott increases their green hotel initiative by 1000%, the impact is dramatic. Why is Marriott suddenly onboard? Because green programs result in energy efficiencies that save money. Plus, the marketing and public relations that will result are an added bonus.
As the head of a green advertising agency that specializes in the LOHAS consumer, social change communication, green energy marketing and the organic industry, I do my best to stay in green hotels while on the road. Typically, hotels like these are smaller, more personal and have stories to tell beyond a 7 a.m breakfast buffet. In fact, one hotel I've stayed in near Napa, California, actually featured an energy meter in the lobby that showed guests how much energy was currently being used and measured the resulting carbon emissions.
While Marriott may not choose to go this far, that's OK. What may seem like a small step by many, is actually a giant step for this chain. I look forward to following their success.
Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
If you think social media is a fad—think again.
Then check out this YouTube video:
http://www.youtube.com/watch?v=fVXKI506w-E.
Not only are the graphics and stats interesting and fun—if you've been trying to convince your company or your client to jump on board, this four-minute video might just do the trick.
Thankfully, my clients are way ahead of the game. They
understand the power of a message that's communicated instantly. And they have come to know that sometimes email is just much too slow. As the head of an advertising and marketing agency that specializes in organic branding, the organic industry, social change communications and the LOHAS consumer, I work with many progressive companies who work hard to maintain their sense of immediacy.
And while many of us aspire to live our lives in the present moment, by the time you've finished reading this sentence, that moment has passed.
Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
If you haven't tried Sambazon's acai (pronounced ah-sigh-ee), you don't know what you're missing.
This company has virtually single-handedly created a global market for what was once a beverage known mainly to South Americans.
My family has long been Sambazon fans, but when I recently learned the product was being sold in Costco, I knew they had become mass market mavens. Pretty impressive for a product that is relatively new in this country and that most people still mispronounce.
What's their secret? Like I advise all my clients in the organic industry or those who are launching breakthrough progressive products or services—
the key to building your brand is through education (Why acai matters)
and through story (How acai has been vital to native cultures for thousands of years, etc.)
Good marketing's got juice. I tip my glass to Sambazon.
Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
I just bought a new laptop bag and it's safe to say that I am in love.
Not only is it totally cool and extraordinarily functional—it's green. New from Urban Junket, the fresh t.o.t.e (to observe the earth) collection is made from 100% organic canvas coated with azo-free dyes. The interior lining is made from recycled plastic water bottles and saturated with bright turquoise vegetable dye. Plus $1 from each sale is used to offset the climate-change-causing carbon from the manufacturing process.
As the head of a Minneapolis marketing agency that specializes in green marketing, yoga advertising, the organic industry, renewable energy marketing and social change communication, I know firsthand how important it is to walk your talk. Now
I've got a laptop bag that lets me wear my environmental commitment.Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
It's a beautiful thing when green marketing, organic branding and social change communication become supercharged through media.
One of my favorite organic tea brands, Zhena's Gypsy Tea, got a great media hit recently when Jennifer Aniston prepared cocktails at a party using the Zhena's Super Berry Blend. Zhena, the founder of this brand, is an incredible visionary, authentic spirit, green goddess and master tea blender. I couldn't be happier for her.
Mass media has incredible power to educate, enlighten and inspire the mainstream. The organic industry, green companies and progressive businesses have amazing stories to tell. Put them together and you have a force for change. It's
a win for green business. And a win for consumers who are exposed to new ways to live healthier and more sustainably.
Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
Recently the U.S. Food Service switched to rubber bands instead of shrink wrap and saved
$8,000.
Of course from an eco standpoint since they were using far less natural resources, they actually saved a whole lot more. This is just one more example of how a
little shift in thinking can generate huge financial and environmental rewards.As a leader in environmental advertising, LOHAS marketing and eco business, I've worked with a lot of organic brands within the organic industry. Because this category is relatively new, in the early years there were
no rule books to read. Or case studies to follow. But far from being a hindrance, this lack of direction led to amazing innovation that fueled the growth of the organic industry by double digits for years on end.
So look at the way you run your current marketing program. Pretend that you are starting from scratch. Imagine that words like "can't," "won't work," "too expensive" and "impossible," do not exist in your vocabulary. Re-imagine. Play. And focus on your desired outcome, not the obstacles you perceive. Then get ready to shift your thinking and save.
Lisa Proctor is the president and creative director for firefly180 marketing—
a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
As consumers, we're really pretty simple. We want a product that tastes good. And as a bonus, one that's good for us.
But when it comes to bottled water, a product that's marketed as having premium taste with additional health benefits, the truth may be downright slimy. Some call bottled water the biggest advertising trick of all time. Others question why we're shipping water around the world in an era of climate change. But the simple truth is that the water itself may not be as much of a concern as the plastic bottle itself. Why? Plastic is not only made from petroleum and causes massive waste issues—it can leak a plethora of toxins including arsenic and the hormone disrupter Bisphenol A.
As a leader in environmental advertising, LOHAS marketing, eco business and organic branding, I've spent much of my career working in the organic industry with organic companies. Recently I worked in partnership on best-selling artist Jack Johnson's All At Once world tour and online community. A key piece of the messaging we created focused on the waste issues of single use bottles. (Check out www.allatonce.org.) I'd also recommend a great new documentary on bottled water called,
Tapped. Find out more at http://current.com/items/90641196_bottled-water-sucks.htm.
In the meantime, do the right thing for yourself and the planet. Buy a stainless steel reusable water bottle and start refilling. You'll save money and a whole lot more.
Lisa Proctor is the president and creative director for firefly180 marketing—
a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
As a leader in LOHAS marketing, yoga advertising and green marketing I've spent much of my career working with the organic industry and progressive businesses to develop green ad campaigns and advertising strategies.
For years we've known that EPA standards for pesticides, mercury and other dangerous toxins have been based on adult-sized bodies. Unfortunately,
it's children who eat lots of pesticide-laden fruit and chew on bisphyenol A laced plastic who are absorbing a deadly toxic body burden—at levels exponentially higher than adults.
The good news is there are
lots of green and organic alternatives for children today. In fact, one website, newbornmom.com (where I just purchased several baby gifts for my niece) is an excellent one-stop shop. But of course, newbornmom is just the beginning. A quick Google search will offer all kinds of great resources. And a trip to your local co-op, green goods store—or sometimes a mainstream retailer—will also offer a treasure-trove of cool, meaningful, safe and healthy options for the children in your life.
Lisa Proctor is the president and creative director for firefly180 marketing—
a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
We've all seen the commercials, youtube videos and national media about the quirky blanket with sleeves that's raked in nearly $100 million during an economic period that's seen the near collapse of the mortgage industry, the demise of GM and 15 million jobs lost.
It just goes to show—you just never know. In fact, the next Snuggie success story could be yours. In times of economic challenge, marketing budgets are generally the first to be cut. Our economy operates very much as a flock of geese, with most businesses following the lead of the guy (or girl) in front.
As the head of an agency that specializes in creating advertising strategies and green marketing campaigns for eco business, wellness companies, the organic industry and progressive businesses, I encourage our clients to resist the temptation to follow. And to lead instead.
That's what Snuggie did. Despite the fact that the concept for their product wasn't new. And despite the fact that there were competitors in their field, they led. There are 100 million reasons for you to do the same.
Good creative is all about flow. It's not about forcing. Faking. Or over-thinking. It's about letting go. Using your head as much as your heart. Listening. And being heard. It's about climbing under the skin of your audience. Speaking their language. Being of service. And guiding them toward making choices that bring them joy.
At firefly180, when we launch into the creative process it is very much like jumping into a river and letting it take us where it will. When like us, you specialize in eco friendly marketing, environmental public relations, green marketing and work with wellness companies as well as the organic industry, there is new territory to be explored around every bend. New species to discover under every rock and reed. Sometimes the river takes us into a quiet pool where we take time to absorb the surroundings and reflect—but the pull of the river inevitably takes us ever further. And deeper.
Great messaging does not come from those who cling to the shores of the tried-and-true. But rather from being willing to explore beyond established boundaries to create a whole new set of maps that others will follow.
I've just arrived back to the office after spending a few days last week at the LOHAS (Lifestyles of Health and Sustainability) forum conference in Boulder, CO.
This conference is one of the few where wellness companies, non-profits, Fortune 100 companies, green marketing companies, environmental public relations firms, the organic industry and other progressive organizations gather to meet, learn about new market trends, share with others and recharge.
When I dove head-first into eco friendly marketing nearly 20 years ago, it felt like I was creating and speaking another language. My friends and colleagues all urged me to give it up. They were convinced I couldn't earn a living, that I was too narrowly defining myself and that even though
Forbes magazine had boldly declared the '90s, "The decade of the environment," many were convinced the movement was a blip on the radar that would soon pass.
Sometimes I thought they might be right. But as difficult as it was to blaze new trails in those early days, I simply couldn't give up. There was too much to be gained by unleashing the power of consumer choice to create change in the world. Marketing, I believed, was the key.
Last week, I joined 550 business and NGO visionaries from as far away as South Africa, Columbia and Japan. The language I helped to create nearly two decades ago is now widely known as LOHAS. It has become so widely spoken and has become such a powerful mainstream market that
Newsweek coined the term, "LOHASIAN" when referring to the category. There are thousands of languages spoken on our planet. But when it comes to business, I believe that LOHAS has the most potential to speak to positive change—and a positive bottom line.
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